ZorbasMagazine: Dating Vertical

Dating is one of the evergreen verticals gaining popularity among affiliates. Today, TopOffers – Direct CPA network and ProfitSocial – a SmartLink platform from the direct advertiser, shared some important information with us. Let’s take a look at a dating vertical from these award-winning industry leaders.

Introduction to the dating vertical

The dating vertical keeps on converting year after year. There are about 8,000 online dating services in the world today, and this number increases significantly every year. There is always a demand for dating sites. Almost half of Internet users are single now and, according to forecasts, 20% of them will be using online dating services by 2020, growing the market to approximately to $12 billion.

The chart below shows why people choose dating online.

The number of couples meeting online has more than doubled in the last decade. Nowadays, you’re much more likely to meet your next partner online than through your family or coworkers.

The pic below (source: survey conducted by Stanford University) demonstrates a significant shift in the way couples meet each other.

The Online Dating Industry Business Model

There are various approaches to monetizing users in dating industry. Two of the most popular are described in brief below.

Membership subscriptions. The subscription model requires users to pay a fee to use a dating website or app for a set period. Payments are typically recurring.

Freemium. The freemium model allows users to sign up and use the basic functionalities of the website or app for free, while your app generates shared revenue. This can be done via:

Geography & Segmentation. Most profitable geos

Marketers separate the dating regions into 3 tiers:

Tier 1 contains the most popular countries, such as Australia, Austria, Belgium, Canada, Denmark, Finland, France, Germany, the Netherlands, New Zealand, Norway, Sweden, the United Kingdom, and the United States of America.

As you can see, payouts vary depending not only on geo, but also on the size of the country, traffic availability and opportunities for promotion.

User Targeting

Correct targeting is crucial when it comes to conversion rates on Dating Offers. You should know what traffic is accepted, and understand the offer itself so that you can appropriately tune your targeting.

Finding your target audience and narrowing down their shared traits is just the start; you need to undertake a thorough target market analysis before you start spending time and money marketing to your target audience.

In addition, you can target your traffic depending on:

Gender

Age

Region

Type of Device

Browsing and search patterns etc.

Is your target audience interested in what you offer, or can you make them interested? From our experience – male 25+ users provide the best traffic for high conversions and payouts.

Traffic Sources

Mainstream and adult dating offers are highly competitive and show stable growth. But profit results absolutely depend on traffic sources and GEO.

Adult is profitable and high converting. It’s not so easy due to high competition, but there’s still much money to be made.

The best traffic sources for adult offers are social media, targeted email lists, media buying from well-known ad networks and push traffic.

Mainstream dating can be more challenging to work with, but it’s paid for. You can’t run adult traffic to mainstream offers due to the risk of a ban. So, if you find permitted, high quality, clean traffic sources, be ready to get at least twice as much profit than you do from adult offers.

The best traffic sources for mainstream dating offers are: social media, native ads and reviews.

Conclusion

So, you’ve read the overview of the dating vertical, which may seem pretty challenging and complicated, but a good affiliate is an affiliate willing to take the challenge and make profit on it.

Choose your offer wisely, be precise about targeting and eventually you will help someone find their love (and get paid!).

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We explore affiliate marketing from the inside out so that everyone can discover new ideas and opportunities for growth.